Autumn social media tactical campaign
While brand storytelling is compelling and engaging, tactical offer-driven campaigns can be cleverly combined with a brand story to drive sales.
We were tasked with developing a tactical offer-driven campaign for GDN, and Social to drive bookings and encourage membership sign ups to the Reflections Rewards Club.
Client
Reflections Holiday Parks
Services
Brand identity, graphic design, social media strategy and creative concept, animation, digital production
Share
Strategy
For this online tactical campaign, we split it into three targeted messages aimed at three segments. We know Grey Nomads are looking for deals and discounts, so they can travel more, Millennials are looking to switch off from their digital worlds and get back to nature and Families prefer a holiday in a natural setting where they can create memories together.
Results
Inspirational photography of our audience groups enjoying the benefits of staying in incredible natural surroundings was the hero of this campaign. Our ‘Earth Rich’ font was used on display placements, however, in social we used imagery only because overlaid messaging on imagery is deemed less successful and engaging for users. In social, the post copy brought our messaging to life. With limited messaging opportunity, the platform message ‘Nature Never Felt So Good’ did not appear on social or display placements but was prominent on landing pages and EDMs.
